If at first you don’t succeed…

…be smart about how you try again!

I don’t really understand why some PR and marketing professionals are off to a good start and then mess it all up in the end! Let’s say you have a cool security product to promote. You wander around the blogosphere, looking for relevant blogs. You find them, you make sure they have covered a certain story, one presenting a problem your product can easily solve. You send a nice email to the author of the blog, showing that you’ve read it, understood who they target and only then contacted them.

All great! You get no reply for a couple of days. And you ask yourself: “Shouldn’t I remind them of my initial email?” And then you blow it! Instead of writing a short follow up email, you resend the same email, completely disregarding the fact you’ve already sent it again. If you take the time to try again, why not do it right?